Broadcast & content agreement

Bally's inks multi-year multimedia and gaming partnership deal with Minor League Baseball

Reading time 1:55 min

Casino-entertainment heavyweight Bally's Corporation has announced a multi-year partnership with Minor League Baseball (MiLB) that makes Bally's the first-ever National Media Rightsholder and Exclusive Fantasy & Gaming Partner of the league. 

This wide-ranging, multimedia partnership provides Bally's with live broadcast and exclusive free-to-play gaming content rights across its digital platforms and partner channels which will provide MiLB fans with "a unique in-stadium and at-home experience." 

Under the terms of the partnership, Bally's receives the right to use MiLB's official marks in marketing as well as in-park signage, broadcast, and digital exposure. The deal also extends to Bally Live, the company's over-the-top, proprietary platform that features low-latency fan engagement tools.

With Bally Live, MiLB fans attending games in person and those choosing to join from outside simultaneously can watch the game and use the app's chat and watch party features. "These unique and immersive tools are geared to drive greater interest in the game, both in and out of the ballpark," notes Bally's.

Bally's media rights extend further across select partner-owned linear and over-the-air channels. The channels, which include local and regional broadcast stations across the country, give Bally's Corporation customers coverage of the up-and-coming stars of Major League Baseball (MLB), covering more than 7,000 blackout-free live games in total.

Additionally, fans engaging in Bally Live activities, including free-to-play, trivia, and other predictor games, will be eligible to earn rewards through Bally Bucks, Bally's rewards points program. Bally Bucks are redeemable for experiential rewards and merchandise through the Bally Live app.

MiLB's Kenny Gersh (left) and Bally's Soo Kim

Soo Kim, Chairman of Bally's Corporation Board of Directors, commented: "This exciting partnership presents a remarkable opportunity for Bally's, MiLB, and the league's teams to come together and collaborate on delivering an exceptional experience for MiLB's more than 30 million fans across 120 teams and ballparks."

"With a rich legacy of innovation, Bally's is dedicated to leveraging its expertise to elevate engagement and create truly immersive experiences that are sure to captivate and delight MiLB fans," he added.

Kenny Gersh, Executive Vice President, Media and Business Development for Major League Baseball, also said: "We couldn't be more pleased to have Bally's Corporation as an Official Partner of MiLB. Since assuming operations of Minor League Baseball in 2021, we've focused on growing the reach and awareness of our impressive young prospects and iconic MiLB teams."

"Bally's Corporation will be a critical partner for us in achieving that goal, providing extensive distribution of live MiLB broadcasts and enhancing the fan experience with fun and predictive free-to-play, fantasy, and real-money games that uphold the integrity of the sport," he concluded.

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